Fountain of Truth

Launch

THE ASK

Support and amplify the launch of Giuliana Rancic’s new eco-luxe skincare line, premiering entirely on its own e-commerce platform.

THE PROBLEM

Despite a quality product and celebrity notoriety, Fountain of Truth lacked the strategic edge needed to stand out in the crowded skincare category.

THE SOLUTION

CMM recommended a shift of strategy, from an HSN-supported launch to an entirely digital campaign utilizing both social media and PR channels as crucial tools in driving brand awareness and purchase intent.

THE EXECUTION

As the backbone for Fountain of Truth’s digital-first launch, CMM was involved from the very early stages of planning and crafting a digital launch strategy supported by sophisticated content, robust influencer programs and CRM list-building tactics.

Brand & Visual Identity, Brand Voice, Brand Partnerships, Content Strategy, Creative Direction, Content Production, E-Commerce Creatives, Social Support, POS & Digital Advertising, Influencer Marketing, Community Management, Reporting

THE RESULTS

  • Pivoted brand strategy from an HSN-supported launch to entirely digital platforms

  • Provided all creative assets for the brand’s digital launch

  • Launched brand’s social media channels

  • Gained 10k followers in first month of launch

  • Brand offered key position in Ulta stores, March ‘19

  • Facilitated notable celebrity & influencer engagement (Most notably, @KrisJenner)

 
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